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- What you already know
- Using this to raise more money (4 case studies)
- One Campaign
- One Track
- Don’t forget the boring stuff
- Q&A
How to Use What You Already Know To Raise More Money PRESENTED BY - - PowerPoint PPT Presentation
How to Use What You Already Know To Raise More Money PRESENTED BY - - PowerPoint PPT Presentation
Integrated Fundraising: How to Use What You Already Know To Raise More Money PRESENTED BY CATHY FINNEY, THE WILDERNESS SOCIETY TIFFANY NEILL, LAUTMAN MASKA NEILL & COMPANY 10/3/2012 Footer 1 TODAYS ROADMAP What you already know
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- Case for support must be strong, clear, and compelling
- Use stories to illustrate the case
- Speak personally with the donor
- Take advantage of opportunities to learn more about your donors
when appropriate
- Segment wisely
- Consider the overall donor experience and create consistency of
message
- Make sure all offline campaigns have an online counterpart (landing
page
WHAT YOU ALREADY KNOW
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At The Wilderness Society …
- Strong online campaigns to
build both awareness and to raise funds.
- Online awareness campaign
which also utilized a series of radio PSAs
- Worked to raise awareness
and build engagement
- One in a series of quarterly
WOW campaigns we’ll develop throughout the year
WE’RE ALL AT DIFFERENT STAGES OF INTEGRATION
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Wild Days of Summer
- Unique campaign
URL;
- Email series promoted
regional wilderness areas, provided insider tips, promoted trip contest and also
- ffered adopt a wild
place options …
- Fundraising ask
around adoption
WE’RE ALL AT DIFFERENT STAGES OF INTEGRATION
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At The Wilderness Society …
- Adopt a wild place
allowed you to adopt
- ne of seven iconic
landscapes …
- Only offered online
WE’RE ALL AT DIFFERENT STAGES OF INTEGRATION
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At The Wilderness Society … our opportunities:
- We include URLs to unique landing pages on all of our direct mail
efforts;
- We have developed successful online campaigns to engage our
audience which utilize web, social and outbound email efforts;
- We’ve done some integration with online and telemarketing which
has shown promise.
- Matching Gift fiscal year-end offer: Met the match goal. The credit card
response rate for the campaign is 36% vs. 25% budget, and the average pledge is $48.12 vs. $39.48 budgeted.
- We’re starting to do some analysis on our audience to understand
the behaviors and channel preference of our donors.
- But we haven’t successfully yet developed strong integrated
campaigns consistently that think about the full user experience to promote fundraising. This is where our opportunity lies … and what we’re working on for year-end campaign.
WE’RE ALL AT DIFFERENT STAGES OF INTEGRATION
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CASE 1: RAISING MORE MONEY IN AN APPEAL
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- The Actors Fund
- Social service organization that helps everyone in entertainment industry in
times of need, crisis or transition
- 10,000 members
- Year End Campaign
- Originally mail channel only
- Had email addresses for 29,000 people – about 3,000 members
- Reached 4,000 social media
- The Challenge
- Leverage channels
- Make the work “come alive!”
THE SET UP
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Mailed to 8,000 Members
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2 part Email Series
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Campaign on Social Media
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- Raised TRIPLE the projected income
- The Actors Fund received hundreds of song suggestions
- Average gift was both higher than projected ($111.64 vs. $156.01) and
the highest of any appeal for the year.
- The Actors Fund received mail, phone and e-mail communications
from their members about how touching Joan’s story was to them.
- All in all, a great result in both metrics and member/donor cultivation!
THE RESULTS!
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CASE 2: WORLD REFUGEE DAY. A MULTICHANNEL AWARENESS & FUNDRAISING CAMPAIGN
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THE SET UP
USA for UNHCR
- National association which supports the work of UNHCR,
the UN Refugee Agency
- To raise funds to support the work of UNHCR and educate
the US about the plight of refugees.
- ~42,000 0-12 month donors
- Challenge: Low visibility within the US
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THE SET UP
Multiple campaign goals:
- Raise awareness for the plight of refugees around the world.
- Poor brand-recognition in the US
- Lack of awareness for the national association, UNHCR, and the
plight of more than 42 million refugees who need life-saving care.
- Use international day of recognition on which to center efforts.
- Align with international Dilemmas Campaign
- Raise funds.
- WRD had never been a fundraising effort for USA for UNHCR in the
past apart from an annual luncheon.
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BACKGROUND
Not a lot of resources at National Association:
- Total organizational staff of 9;
- Additional WRD budget of $40,000 total which had to
be used among all programs;
- Had to produce an event;
- Needed to raise more funds this year than in past year’s
- Prior best was just over $40,000 (primarily driven by board
giving).
- Had to align with international campaign
- Needed to utilize international resources as well as
take advantage of efforts already in place.
- Timing to receive campaign materials was unknown
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RAISING AWARENESS
Unites multiple elements across channels to engage and build awareness…
Online
1) Lead-generation campaign utilizing Angelina Jolie PSA
- Add your name to AJ’s
PSA which would launch
- n World Refugee Day
- 15,000 new leads
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RAISING AWARENESS
2) WRD-microsite created which featured:
- WRD info
- Take the pledge: AJ PSA
- Khaled Hosseini videos
- Download your Facebook cover photo
- Ways to get involved
- National events
- Posters and other collateral for events
- Sign up for U4U communications
- Donate
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RAISING AWARENESS
2) Outbound emails to subscribers in preparation for WRD 3) 2 Tweetathons 4) Other announcements made via social – Facebook and LinkedIn
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RAISING AWARENESS
Other channels
- Posters on Metro
- Text to give
- F2F team promoted WRD
- Mall posters
- Stickers passed out; event promotion
- Event at Kennedy Center
- One-woman show at Millennium Stage
- Refugee video exhibit
- VIP reception featuring Khaled Hosseini
- Lead-generation at public exhibit and
Millennium Stage.
- Send message of hope to refugees
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RAISING FUNDS
Online Efforts
- 8-part email series
- First 5 promoted WRD, Angelina Jolie PSA
- Final three had an ask for funds
- Microsite
- worldrefugeeday.us
- Landing page for DM effort
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Direct mail appeal
- Urgent carrier
- Asked donors to
give and to wear their blue key sticker on WRD
- Maintained theme
- f this year’s WRD
campaign
RAISING FUNDS
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RAISING FUNDS
- F2F Mall Events
- WRD posters utilized in malls in Pentagon City, Phoenix, LA
and Atlanta;
- Atlanta event garnered a $250 sustainer
- Kennedy Center Event
- Major donor giving increased to $35,000 in support of WRD
this year.
- Text to give
- Used on all posters in metro and in mall events: $300
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RESULTS
- Total giving for the campaign amounted to more than $115,000.
- Online efforts generated more than $35,000.
- Second-best online effort ever. Prior best was an emergency
appeal.
- Direct mail appeal
- Raised just under $50,000 on a 2% response rate and a $60
average gift.
- Never mailed on WRD in the past;
- Better performer than the previous two years of non-
emergency appeals mailed around this time.
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WHAT WE LEARNED
- Follow your plan. (We didn’t.)
- We had a plan for Care2 names for conversion
which we side-stepped in the face of an emergency campaign.
- WRD can be an effective annual campaign
- Need to set and agree to goals for
qualitative metrics.
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CASE 3: INTEGRATED SUSTAINER APPROACH
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- PCRM
- Advocacy and service organization that fights against using animals in
research and better human health.
- 90,000 members
- Monthly Donors
- Animal rights market produces many lower dollar members
- Have donors who support animal rights AND other donors who support
human health initiatives
- The Challenge
- Talk with different audiences appropriately
- Make the work “come alive!”
THE SET UP
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Mailed invitation introduces Rodney
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1 2 3 4
Series of Emails lead to monthly ask
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Special Sustainer Invitation offer
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Calling integrated into invitation channel
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People who join get special branded mailings
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Kick Start prospects – not responsive to animal messages
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Developed a special “conversion series”
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Invited On the Phone
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Special nutrition- focused appeals
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- 6% of animal rights donors are now giving monthly
- In testing, 2% of health prospects converted to new monthly donor
society
- Monthly donors continue to give to regular appeals
- Win – win – win!
THE RESULTS!
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- Test “experience” – check all links, follow up, fulfillment, etc.
- Manage data appropriately
- Follow up promptly
- Acknowledge appropriately
- Consider the overall donor experience
DON’T FORGET THE BORING STUFF
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